Ubiquity and Responsive Design Explained
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Transcript of Ubiquity and Responsive Design Explained
Nxtbook UbiquityNot just on every screen.
Awesome on every screen.
Agenda
What Works
What Doesn’t
What Will
What Digital Editions Do Well
Provide easy solution for publishers
Provide superior engagement time to websites
Provider higher CTRs than web ads
Fundamental Flaws in Digital Editions
Readers need to zoom in
Users are on more and different devices
Higher CTRs are rather relative
It’s digital so you probably sell it based on CPMs
What We Set Out to Do
Capitalize on the successes
Eliminate the flaws
Redefine the digital edition
Create a scalable product
Succinctly…
Create a digital edition platform that uses responsive design while maintaining page-like navigation and offers advertisers various options (and easy options) for captivating readers.
Where is the audience?
80%12%
8%
Nxtbook Data: 9/12
How fulfilling is the experience?
7:349:02
5:26
Nxtbook Data: 9/12
Goal 1: Kill the Zoom
Getting rid of the zoom requires larger text
Larger text means fewer words on the page
Fewer words on the page means page counts vary by device
Killing the Zoom = Killing the Page
Page Views Go Away But Other Key Metrics Remain
Visitors/Visits
Engagement time
Engagement actions
% of article viewed
Problems With Digital Advertising
Most of you are in the target market business but are using mass market metrics
Banner blindness
Ads are not made for the device
We’re not taking advantage of the magazine’s greatest asset
Option 1: Dynamic Advertising
Ads are as responsive as the editorial
Can include rich media, video, etc.
Gives advertising as much engagement as editorial
Limitations w/ Dynamic Advertising
Advertisers supply elements, NOT ads
Agencies must be ok with letting their messages “move”
Option 2: Semi-Dynamic Ads
Completed ads in different sizes
Appropriate size is served up, according to device
Assuming there’s an appropriate option, readers will be actively engaged with zero zooming or scrolling
Limitations w/ Semi-Dynamic Ads
A “decent” result means 3 different ads
Covering all of your bases could mean 20
It’s a solution that doesn’t offer much scalability for the advertiser
Option 3: Web-in-Page
Actual advertiser website being shown as a “page” of the digital edition
Cuts out the “middle man.”
Easiest create to collect for the publisher – just the URL
If the advertiser already has a dynamic website, the ad will also be dynamic
What’s a Web-in-Page Worth?
Assume 3000 readers of your digital magazine
Currently, you might get a 1% clickthrough = 30 web visitors
Now, you’re delivering 3000 to the advertiser’s site
Limitation w/ Web-in-Page
The “ad” is only as responsive as the client’s site
Basic Process
Utilize/Customize Layouts According to rev gen plan According to platform desires
Flow Content
The Importance of Layout
Create Magazine Look With Digital Workflow
Create Unique Revenue Generation Opportunities
Now what?
Read about responsive design: nxtbk.co/reflowpaper
Enjoy: http://nxtbk.co/folioubiquity
Talk to us: [email protected]
Thank you!Q/A